Tula Tubes

+7.05%

New User

+45.74%

Avg. Session Duration

+26.45%

Page Views

+18.45%

Sessions

+14.09%

Organic Search

May 17th 2023- June 15th 2023 compared to May 17th 2022- June 15th 2022

Challenge/Situation

Tula Tubes, a division of Smith + Nephew, embarked on a website redesign journey with us to address several critical challenges. The existing website lacked alignment with the S+N brand following the acquisition of Tusker Medical, developer of Tula. Additionally, the site lacked visual congruence and continuity with other portfolio sites, hindering cross-promotion. Functional issues on the back end made content management and SEO optimization difficult. The site’s physician section was content-deficient and lacked usability, failing to provide adequate resources for medical professionals.

Solution

We undertook a thorough website redesign for Tula Tubes, focusing on brand alignment, visual congruence, and enhanced functionality. We overhauled the visual elements to align with the S+N brand while creating a consistent and cohesive design across all portfolio sites. The back-end was optimized for easy content management and SEO. The physician section received a content infusion with accessible, valuable resources for medical professionals, transforming it into a valuable reference.

Results

Immediately after launch, we saw website metrics improve. Average session duration increased by 46%, page views rose by 26%, and organic search grew by 14%. These numbers underscore the success of the website redesign in engaging users, optimizing user experience, and driving organic traffic. The revamped website achieved brand alignment, visual coherence, and enhanced functionality for both the Tula Tubes team and their target audience of parents and physicians.